for

A Social Media Strategy

FOLIA WATER

When it comesto social

media strategy...

Why dowe need a social

media strategy?

There’s no fool-proof template, no silverbullet.

BUT,there is a linear path we can follow to increase

our chances of social media marketingsuccess.

Done well, a social mediastrategy:

• Helps brands understand and produce the kind of

content their audiencesneed

• Allows organisations to develop realistic, sustainable and

measurable publishing plans that keep their content on

track in the longterm

• Cuts costs by reducing redundant or extraneous publishing

efforts, while increasing effectiveness of existing assets

• Aligns communication across channels so that web

content, print collateral, social media conversations and

internal knowledge management are working towards

the same goals (in channel-appropriateways).

Erin Kissane, The Elements of ContentStrategy

Objective

What we want to achieve

through the different

communication activities that

we would conduct on different

social media.

Audience

Which specific geographic,

demographic, psychographic

and/or behavioral audience

we would speaking to.

Content Approach

What our contents will be

about and why; which among

the different content types

would we focus on and the

rationales for it.

Platforms & Channels

Among the different social

media tools and channels,

which ones would be the

most relevant & effective.

Amplification

How would we go about

optimizing our contents and

achieving the best possible

results through them.

Reporting & Analysis

Identifying Key KPIs and a plan

for how these metrics will be

understood, tracked and

analyzed in the context of this

strategy.

Roadmap for this presentation

OBJECTIVE

AUDIENCE

AMPLIFICATION

REPORTING & ANALYSIS

PLATFORMS & CHANNELS

CONTENT APPROACH

Business Goal 1: Business Goal 2: Business Goal 3: Business Goal 4:

Business goals

Raising funds and grants

Attract potential partners

(for distribution)

Generate sales

(in pilot areas)

Inspire policy-makers &

influence groups

CONTENT APPROACH

Business Goal 1: Business Goal 2: Business Goal 3: Business Goal 4:

Business goals

Raising funds and grants

Attract potential partners

(for distribution)

Generate sales

(in pilot areas)

Inspire policy-makers &

influence groups

MarketingObjective

Aware and engage

donors, investors, NGOs

and governments.

MarketingObjective

Aware and engage local/

regional businesses with

the required distribution

network and persona.

Marketing Objective

Generate awareness,

create partnerships and

design engagements

around the social aspect

of the business.

MarketingObjective

Generate awareness

within a specific

geographic location.

OBJECTIVE

AUDIENCE

AMPLIFICATION

REPORTING & ANALYSIS

PLATFORMS & CHANNELS

CONTENT APPROACH

OBJECTIVE

AUDIENCE

CONTENT APPROACH

PLATFORMS & CHANNELS

AMPLIFICATION

REPORTING & ANALYSIS

AUDIENCE 1:

Donors, Investors, NGOs and

Governments

Description

Organizations and bodies that have a direct or indirect interest

towards clean-water related businesses, initiatives and innovations

fall under this.

Digital Tools & Channels

• Website

• Twitter

• LinkedIn

• YouTube

• Newsletter

• Facebook

OBJECTIVE

AUDIENCE

CONTENT APPROACH

PLATFORMS & CHANNELS

AMPLIFICATION

REPORTING & ANALYSIS

AUDIENCE 2:

Regional Businesses with a

Robust Distribution Network

Description

Big local businesses that have widespread distribution networks and

a motto aligned to the social cause of Folia Water would qualify for

this. In the current context, the region would be Bangladesh and

potential partners Bashundhara, SMC, etc.

Digital Tools & Channels

• Website

• Facebook

• YouTube

• Newsletter

• LinkedIn

(Twitter and LinkedIn have a very minimal user following in

Bangladesh.)

OBJECTIVE

AUDIENCE

CONTENT APPROACH

PLATFORMS & CHANNELS

AMPLIFICATION

REPORTING & ANALYSIS

AUDIENCE 3:

Policy-makers and Influence

Groups

Description

The likes of senior govt. & NGO officials, ministers, secretaries,

journalists, activists and bloggers fall under this category.

Digital Tools & Channels

• Website

• Twitter

• Facebook

• LinkedIn

• YouTube

• Newsletter

OBJECTIVE

AUDIENCE

CONTENT APPROACH

PLATFORMS & CHANNELS

AMPLIFICATION

REPORTING & ANALYSIS

AUDIENCE 4:

People from Specific

Geographic Regions

Description

In the current context this group would mean a specific city/semi-

urban location where the city-scale and retail pilots are to take

place.

Digital Tools & Channels

• Facebook

• YouTube

OBJECTIVE

AUDIENCE

AMPLIFICATION

REPORTING & ANALYSIS

PLATFORMS & CHANNELS

CONTENT APPROACH

01 02 03 04 05 06

Website Facebook Twitter Linkedin YouTube Newsletter

Promotional Tools for Each Channel

01 02 03 04 05 06

Website Facebook Twitter Linkedin YouTube Newsletter

• Targeted Content

• Search Engine

Optimized

• Keyword-rich Blog

• Awareness ads

• Ads to drive traffic

• Ads to create

engagement

• Ads for video views

• Ads for lead generation

• Ads for site traffic

• Ads for conversion

• Tweet engagement

• Awareness

• Video promotion

• Website clicks or

conversion

• Pre-roll video views

• Increase followers

• App install/use

• Sponsored content

• Sponsored InMail

• Text-ads (PPC)

• Display ads

• Video ads

• Create database

• Send monthly

newsletters

Targeting Options for Each Channel

01 02 03 04 05 06

Website Facebook Twitter Linkedin YouTube Newsletter

• Manual targeted

content

• Location targeting

• Demographic targeting

• Interest targeting

• Behavior targeting

• Connection targeting

• Age/gender targeting

• @username targeting

• Custom targeting

(website visitors, CRM

data, etc.)

• Event targeting

• Conversation

targeting

• Contact targeting

• Website re-targeting

• Professional targeting

(Job title, company,

industry, etc.)

• Demographic targeting

• Interest targeting

• Video re-marketing

• Topic targeting

• Keyword targeting

• Develop targeted

content

01 02 03 04

Donors, Investors,

NGOs and

Governments

Regional Businesses

with a Robust

Distribution Network

Policy-

makers and

Influence Groups

People from Specific

Geographic Regions

Keyword-rich targeted website content

Facebook ads to create engagement

Facebook ads for site traffic

Facebook awareness ads through location targeting

Twitter event targeted ads

Twitter username targeted ads

LinkedIn InMail ads

LinkedIn Professional targeted ads

YouTube interest targeted video ads

YouTube location targeted video ads

Create database for email marketing

Develop and send newsletter

How Each Tool Contributes in Reaching Objectives

OBJECTIVE

AUDIENCE

AMPLIFICATION

REPORTING & ANALYSIS

PLATFORMS & CHANNELS

CONTENT APPROACH

REPORTING & ANALYSIS

Feb Mar Apr Oct Nov DecMay Jun July Aug Sep

HUB CONTENT

Regularly scheduled content

around audience passions.

HYGIENE CONTENT

Always-on content optimised to audience intent and interests.

HERO CONTENT

Large-scale, tent-pole events or

programs that drive awareness at scale.

HUB CONTENT

Regularly scheduled content

around audience passions.

3 Content Types by Google

Contents aligned with calendar year events and significant happenings.

REPORTING & ANALYSIS

Feb Mar Apr Oct Nov DecMay Jun July Aug Sep

HUB CONTENT

1. Water art

2. Customer testimonial

3. Award & conference news

HYGIENE CONTENT

1. How to use 2. Where to find 3. Water crisis facts 4. Other water solutions

HERO CONTENT

1. ‘Drinkable Book’ in Feb’20 Book Fair

2. Top cafe serves folia filtered water

HUB CONTENT

4. Social business inpirations

5. Water in popular culture

6. Success & landmarks of FW

3 Content Types by Google

Contents aligned with calendar year events and significant happenings.

HUB CONTENT

1. Water art

2. Customer testimonial

3. Award & conference news

HYGIENE CONTENT

1. How to use 2. Where to find 3. Water crisis facts 4. Other water solutions

HERO CONTENT

1. ‘Drinkable Book’ in Feb’20 Book Fair

2. Top cafe serves folia filtered water

HUB CONTENT

4. Social business inpirations

5. Water in popular culture

6. Success & landmarks of FW

Content Pillars

OBJECTIVE

AUDIENCE

AMPLIFICATION

REPORTING & ANALYSIS

PLATFORMS & CHANNELS

CONTENT APPROACH

Unpaid Amplification

Time of posting

For Bangladesh, the best time to post on Facebook is between 12pm and

3pm Monday, Wednesday, Thursday, and Friday. And on the weekends

from 12pm to 1pm.

Content type

Video on FB pages increase end-user engagement by 33%.

Smart social button on website

Smart social buttons on website increase engagement and awareness.

Paid Amplification

Influencer endorsement

Influencer endorsement is one of the most effective paid amplification

tools. This often leads to significantly more visibility and engagement.

Native advertising

Native advertising contents usually have a lot more engagement and

CTR than usual ads.

Hosting events & contests

Hosting events and contests can engage a large number of people and

generate widespread awareness.

OBJECTIVE

AUDIENCE

AMPLIFICATION

REPORTING & ANALYSIS

PLATFORMS & CHANNELS

CONTENT APPROACH

KPI

Measuring Success for Each Tool

Keyword-rich targeted website content

Facebook ads to create engagement

Facebook ads for site traffic

Facebook awareness ads through location targeting

Twitter event targeted ads

Twitter username targeted ads

LinkedIn InMail ads

LinkedIn Professional targeted ads

YouTube interest targeted video ads

YouTube location targeted video ads

Create database for email marketing

Develop and send newsletter

Traffic

Number of reaction, share, comment

Click-through rate (CTR)

Growth rate & Engagement

Number of unique users

View

Number of qualified entries

Publish 1 per month

Impressions

Reach